Senior UX design for complex,
mission-critical products.

I've spent 20+ years designing enterprise SaaS products end to end, from discovery and research through interaction design and delivery. Right now I'm at TD Bank, designing the funding step of onboarding in the TD Easy Trade mobile app. Before that I led UX at Igloo Software through a full platform modernization used by 1M+ users.

325+

Enterprise organizations impacted through platform modernization I led

30%

Fewer deal-blocking product issues and less time spent on customer setup, through UX and platform improvements I led

Igloo Software • Lead UX Designer • 7 min

How I work

I work end to end, from discovery and research through interaction design and delivery. I embed into cross-functional teams, align closely with product and engineering, and bring structure to complex, ambiguous problem spaces.

How I lead

I think a strong team culture is good for the business, not just the team. I give people real ownership of their work, and I back them up when the stakes are high, so they feel safe taking smart risks and aiming for something better than the safe answer.

Problems I solve

I take on complex, fragmented products and make them clearer, more consistent, and easier to scale. Whether that’s a legacy platform modernization, a design system from scratch, or bringing UX rigour to a team that hasn’t had it, I’ve done it, and I have the case studies to show it.

© 2026 Aaron Alfred

© 2026 Aaron Alfred

© 2026 Aaron Alfred